In today’s rapidly changing global landscape, understanding the cultural nuances and shifts in consumer mindsets is crucial for brands seeking growth opportunities. This is particularly true in Southeast Asia, a region known for its diverse and multicultural population. While big cities have traditionally been the focus for brand expansion, the untapped potential lies in often-overlooked small towns.
By recognising and embracing the culture and unique characteristics of these smaller communities, particularly the growing “me in the we” mindset, brands can uncover valuable growth opportunities by connecting with consumers on a deeper level.
Although we will explore the implications across Southeast...